Consider this; you are standing in the beer aisle of your favorite adult beverage emporium or grocery store. Your mission is clear. You're out to grab two different 6- packs of a really nice and very well done craft brew. So there you are, you're looking at that super hoppy IPA that you've had before that you really like. You're checking out that smooth and malty Scottish Ale your friends are always raving about, and of course you're thinking about that crisp Lager that you've been hearing a lot of good things about as well.
Consider our beer purchase scenario. As a beer marketer, it's a given that I need to know the factors that influence or drive my customer's purchase decision. As marketers we are very familiar with the term "purchase decision". However, we often leap-frog right over something that we don't really think all that much about. And that is "choice decision." Choice decision is what actually moves a customer's hand to reach for one specific 6-pack over another. And as the decision that comes first, it's the one leads to the "decision" to purchase that particular 6-pack. The number of competing beer options available can make this choice-decision and ultimately the purchase-decision a much more difficult one to make.